Trends to look out for post-lockdown

By Pelican MD Michael Bennett

3 minute read

Key takeaways

  • It’s possible we may never return to pre-pandemic ways of living and working.
  • Euromonitor International has identified several trends businesses need to be aware of.

Shops are open, we can go to the cinema, drink indoors and even hug (with caution of course), all of which point to a welcome return to ‘normality’. But will we ever truly return to the way things were pre-pandemic?

Strategic market researchers Euromonitor International have identified a series of trends for 2021 that indicate a permanent shift in the way we live and work. Here are some of the trends to look out for and what they might mean for your business.

Build back better.

Even before the pandemic consumers were demanding that companies ‘care beyond revenue’, and businesses were starting to recognise the value of b-corp status and a focus on purpose. This demand is here to stay; so think about how you can demonstrate your commitment to social and environmental performance, public transparency and legal accountability to balance profit and purpose.

Restless and rebellious.

According to Euromonitor, “distrust in leadership has become the norm”. Misinformation during the pandemic certainly caused a crisis of trust, with younger generations feeling particularly disconnected. Communications and advertising strategies may have to be adapted to ensure transparency and rebuild trust.

Safety obsessed.

Fear of being infected with the coronavirus has increased health awareness and driven demand for hygiene products. These fears may affect the food and packaging industries for years to come, so brands need to think about how they can alleviate consumer anxiety. Developing robust hygiene initiatives isn’t enough, the key is to communicate the benefits of them effectively to boost confidence and brand image.

Workplaces in new spaces.

Many of us have become accustomed to working from home, not dealing with a commute and spending more time with our families. As thousands head back to their desks, how can your businesses support work/life balance without compromising productivity? Think a about practical ways you can implement a successful hybrid workplace; it will likely have the added benefit of improved employee loyalty and mental health.

Phygital reality.

This term describes a hybrid of physical and virtual worlds where consumers can “live, work, shop and play both in person and online”. After becoming accustomed to carrying out so many daily activities online, in many cases consumers no longer distinguish between live and virtual activities. How can your business integrate virtual experiences into physical spaces to boost consumer confidence? QR codes for touchless menus and virtual fitting rooms are just two examples of this concept in practice.

Many businesses are entering the new normal with a sense of trepidation. If you need support updating your marketing strategy, get in touch with Pelican today.

Pelican Communications is a specialist in the environment & CSRfoodpackaging & logistics and trade association sectors and offers a range of services such as strategydesigncontent creationpublic relations and people developmentContact us for marketing and communications expertise.


The Year 2021 Written Out With Protective Face Masks